Advertising Week New York has become an ad tech bonanza, with online giants including Yahoo, Facebook and Google competing for digital ad dollars and attention.
Yahoo is talking up its ad tech portfolio including its programmatic advertising technology—unified under the BrightRoll brand following its acquisition in 2014—with its suite of media-agnostic tools to help advertisers, publishers and partners connect with consumers across ad formats and devices. And the Yahoo Gemini marketplace for search and native advertising across devices has been enhanced with new product features and a Preferred Partner Program.
Yahoo’s combined efforts with BrightRoll and mobile analytics unit Flurry have created technology that integrates with Yahoo’s unique data insights to deliver better trageting. These include 165 billion daily events from more than 1 billion people worldwide and Flurry mobile app behavior from 2 billion devices.
The company’s goal is to simplify its ad tech offerings and help clients grow their business “by connecting with consumers across all ad formats and devices,” according to the company blog.
“Yahoo is building a strong portfolio of solutions to help advertisers connect and engage with consumers through the combination of data and technology,” said Prashant Fuloria, Senior Vice President of Advertising Products at Yahoo, in the blog post. “We’ve made significant investments to integrate Yahoo’s targeting and measurement capabilities into BrightRoll’s programmatic tools to provide more control, more transparency, and ultimately better results.”
BrightRoll powers digital advertising for 99 of the Ad Age Top 100 advertisers and half of the comScore Top 50 publishers.
The Yahoo Preferred Partner Program includes Acquisio, ChannelAdvisor, Dealer.com, DrivenLocal, Fiksu, Kenshoo, Marin Software, Sprinklr and Tealium.
Facebook’s big moves target TV budgets with a new purchasing product referencing the metric known as target-rating points (TRPs).
Drawing on Facebook’s partnership with Nielsen’s Digital Ad Ratings division, the TRP Buying system verifies a social site’s video ad performance in relation to TV spots.
“Marketers can plan a campaign across TV and Facebook with a total TRP target in mind, and they can buy a share of those TRPs directly with Facebook,” the social media company said in a blog post. “Then, Nielsen’s Digital Ad Ratings measurement system can verify Facebook’s in-target TRP delivery, and Nielsen’s Total Ad Ratings system can verify the TRP delivery for Facebook and television combined.”
Facebook has seen a 25 percent growth in ad buying since February, bringing the total to 2.5 million advertisers regularly spending money on the platform. A recent deal with Millward Brown Digital enables marketers to conduct mobile polling for insights for Facebook and Instagram campaigns. “Polling also relies on experimental design methodology, which means marketers can clearly observe the changes in brand metrics caused by their campaigns,” continues the blog post.
Google is pushing further into Facebook’s turf with email-based ad databases and app install ads. Its latest product, Customer Match, lets advertisers upload lists of emails and pair them with signed-in Google users on Gmail, Search and YouTube.
For example, a travel brand can upload the names of people in its rewards program, “who will then be served ads from that travel brand the next time they are searching a relevant term,” reports TechCrunch. “Similarly those ads (or others like them) can then follow a user when she or he visits YouTube or checks email on Gmail.”
Google has been a slower entrant in the ad tech revolution—staying focused on its core search products until now. But the surge in targeted ad tech interest and a more competitive marketplace have driven it into the mainstream of ad tech commerce—along with its biggest rivals.